PENGARUH DIGITAL PUBLIC RELATIONS TERHADAP PEMBENTUKAN CITRA POSITIF ANIES BASWEDAN (SURVEI PADA FOLLOWERS AKUN @ANIESBUBBLE DI PLATFORM X)

Nida Nur Hanifah, NIM.: 21107030016 (2025) PENGARUH DIGITAL PUBLIC RELATIONS TERHADAP PEMBENTUKAN CITRA POSITIF ANIES BASWEDAN (SURVEI PADA FOLLOWERS AKUN @ANIESBUBBLE DI PLATFORM X). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Digital development has changed communication strategies, including in the realm of public relations. Digital Public Relations play a crucial role in building a positive image, especially in politics. In the middle problem of Anies Baswedan's low electability as a presidential candidate for 2024, an interesting phenomenon has emerged: the presence of the @aniesbubble account on platform X, which adopts the term "K-Popfication" in shaping a positive image of Anies Baswedan. This phenomenon will be examined through Erving Goffman's Impression Management Theory, which explains how individuals or organizations use communication to create a certain impression in front of the public. This research aims to measure the extent of the influence of Digital Public Relations by the account @aniesbubble on the formation of a positive image of Anies Baswedan among his followers. The approach used is a quantitative surveybased method with simple random sampling technique. Data were collected from 100 respondents who are active followers of the @aniesbubble account. Data analysis was conducted through classical assumption tests and simple linear regression. The research results show that the data meet the normality test, linearity, and do not experience heteroscedasticity. Simple linear regression analysis shows a significance value of 0.001 (<0.1), which means there is a significant influence of the DPR account @aniesbubble on the formation of a positive image of Anies Baswedan. The R square value of 0.511 indicates that the independent variable contributes 51.1% to the dependent variable, while 48.9% is influenced by other factors.

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